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阿里巴巴工程师相亲穿特步鞋遭拒 这锅特步背吗?

发布时间:2018-12-20 17:39
Recently, in Xiaoshan, Hangzhou, a young man was rejected by his wife because he wore a pair of special footwear during a blind date. The reason is: 27-year-old boys are not suitable for dating in special shoes; they like more elaborate boys.
In the afternoon of January 8, Alibaba's official Weibo, certified as its official cultural account, said that the rejected young man was a senior R&D engineer of Alibaba.
Alibaba programmers were rejected for wearing only a pair of special shoes. Some netizens said that this was the worst time that Special Step was blackened.
So is it "inappropriate" to wear special steps? Is it true that Chinese sports brands are so miserable?
Special Step is really low-end?
Li Ning, Anta, Pick, Tabu and 361 degrees are known as China's five major sports brands. Sports-loving audiences are familiar with these brands. Their advertisements are often seen on CCTV Sports Channel, and their billboards can also be seen at any time in football, basketball, marathon and other popular events.
Take this "black" feature as an example. Xiaobian in the special international (01368, HK) mid-term report in 2017, we can see that the current position of special step is "professional sports fashion brand".
Because of the marathon fever in recent years, special trot has also launched running-related products. In the first half of 2017, special trot sponsored "Xiamen International Marathon" and "Chongqing International Marathon".
The earliest known feature step is the advertisement phrase "special step, extraordinary feeling" by film and television star Tingfeng Tse. Movie and television stars endorse sports brand, which is not conducive to its professionalism. Therefore, Wang Zhen, Cai Zelin, Chen Ding and other Olympic champions in track and field were invited to speak for them, and even Shevchenko, a former European football player, was invited. However, compared with Anta, Li Ning, Pick and other brands, the reputation of these spokespersons is still inferior. In terms of film and television stars, in addition to Tingfeng Tse, actress Zhao Liying has also become the spokesperson of Special Step.
Xiaobian found that after experiencing the collective trough of domestic sports brands, from 2013 to 2016, the revenue of Special Step increased year by year.
However, in the first half of 2017, revenue and profits of Tebu International declined year-on-year. In December last year, Special Step International also issued a profit warning.
The net realizable value of existing products in repurchase channels is estimated to decline dramatically as they are produced by 2015. Therefore, it will have a significant impact on the company's profits in 2017. The combined net profit of the Group is expected to decrease by about 25% to 35% in 2017 compared with 2016.
Blind expansion, inventory removal, Shanzhai
Domestic brands have experienced a cold winter
As can be seen from the earnings warning announcement, Special Step is still facing the problem of inventory removal. In fact, it is the inventory problem that almost overwhelms the domestic sports brand.
Previously, taking the 2008 Beijing Olympic Games as an opportunity, sports brands opened a large number of stores in busy areas and shopping malls all over the country. Even in less demanding local cities, there are a large number of shops. However, from 2012 to 2013, due to the blindly rapid expansion and the rampant opening of stores, the domestic sports brands have tasted the bitter fruit. In the past two years, the total number of major sports brands closed more than 3,000 stores.
According to CNN statistics, in 2013, the total inventory value of the six major sports brands Li Ning, Anta, Pick, 361 degrees, China Trend and Special Purpose reached 3.1 billion yuan.
In fact, Nike and Adidas also suffered from the cold wave of sports brands. But they sold much better in China at that time.
Previously, Zhu Qinghua, a research fellow of CIC Consulting Light Industry, told China Economics News in an interview that the main reason for the negative increase in sales of international brands such as Adidas and Nike was that in the face of the harsh market environment, international brands such as Adidas and Nike were offering discounts and promotions, even in the development of low-end products in three or four-tier cities, which led to the development of these countries. International sports brands compete for market share with domestic middle and low-end sports brands. International sports brands have gained the upper hand in the market competition by virtue of their brand image.
Large-scale young Chinese consumers can afford to wear Adidas, Nike, and that's when they started.
Domestic brands are "Tucao", another reason is the "Shanzhai" label.
Because the brand name and trademark LOGO are very similar to Adidas, netizens are writing scripts and compiling stories on the Internet. At the height of the fire, Adiwang's billboard even entered the NBA and the Spanish Football League A.
However, in May 2013, "King Adidas" and Adidas five years of tort litigation settlement, "King Adidas" Chinese trademark and LOGO eventually transferred Adidas free of charge. At the same time, its online stores will stop using the brand name of "Adidas King" and the triangular LOGO which is very similar to Adidas.
Similarly, because of the use of the Chinese name of NBA legend Michael Jordan, Jordan Sports and Jordan have also been involved in a lengthy tort lawsuit.
Dating, special step
The post-80s and post-90s prefer Adidas and Nike
At present, when more and more Chinese people participate in marathon, mountain climbing, night running, fitness and other sports, China's sports shoes and clothing market has entered a rapid development period. The days for Chinese sports brands to survive the cold winter are getting better and better.
In the first half of 2017, net profit of Anta Sports (02020, HK) increased by nearly 30%, while gross interest rates continued to rise, exceeding 50%. Li Ning (02331, HK), net profit also rose by 66.8%, gross interest rate also reached 47.7%.

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